ITV, broadcaster of Downton Abbey and The X Factor, has revealed a major
rebrand of its business, including a new logo and scrapping the '1' from its
flagship channel.

The channel's largest on-screen rebrand for more than a decade will drop the '1' from ITV1 and introduce a curvy ITV logo across all its channels that will change colour to suit particular programmes.

ITV's new logo, which is designed to mimic handwriting, will draw out colours from particular programme trails. It could, for example, become become green and purple alongside Dancing on Ice. On I'm a Celebrity, currently featuring Nadine Dorries MP, the logo could be browns and greens to mirror the jungle.

The overhaul is linked to ITV's "transformation plan", under which the broadcaster is looking to cut costs, curb debts and reduce the company's reliance on advertising.

ITV's new identity will be launched in January next year and will stretch across all channels - including ITV2, ITV3, ITV4 and CITV - and online, as well as ITV Studios content and distribution business.

The multi-million pound new design has been mainly drawn up by ITV's in-house creative team.

Rufus Radcliffe, director of marketing and research at ITV, said: "In an ever more crowed market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important."

"We are really excited to soon be unveiling a new identity that is as up-to-date, and relevant as our content," he added.

ITV will also launch a new range of short 'idents', which are promotional clips shown as the announcer introduces a new programme. These will feature real people in moments from everyday life.

Each channel will be given a different logo and 'idents', with ITV2, the entertainment channel, getting a red logo and "mischevous" idents. ITV4, which aims to be the "fan club for all things men" will feature a grey logo.

The unit is on course to deliver more than £100m of profits this year, and has a strong pipeline of orders for next year. This includes shows such as Mr Selfridge, a forthcoming costume drama about American Harry Gordon Selfridge, who founded the eponymous London department store.